Focus on teaching competencies that need to be formed and developed according to the objectives of the subject/semester/output standards of the University of Art Education. Use a variety of different tools (written tests, in-class questions, study sheets, homework...).
+ Information analysis and processing: qualitative information on teaching attitudes and abilities obtained through observation, oral responses, demonstrations, etc. are analyzed at many levels with clear criteria and stored in the daily logbook; quantitative information through tests is scored according to the answers/scoring instructions, is accurate and meets the technical requirements of teaching abilities, number of tests, average score statistics, academic ranking, etc. according to the assessment and classification regulations.
+ Confirm learning outcomes (teaching competence): confirm whether the learner has achieved or not achieved the objectives of each teaching competence. At the end of the course and semester, based on quantitative and qualitative results, analyze and explain learning progress based on both process assessment results and final assessment results, and based on students' learning attitudes and capacity development. Make timely decisions to improve lecturers' teaching activities and students' learning activities; make decisions on students' learning outcomes, notify students and related departments, faculties and divisions.
Confirmation of learning outcomes is usually conducted in 3 steps:
Step 1 : Guide students to self-assess and evaluate their performance
Announce assessment criteria to students before the lesson; Collect products and results of developing students' teaching capacity; Distribute test sheets and self-test instructions, provide testing tools; Organize students to self-test and test each other; Require students to report the results of teaching capacity tests; Comment on and disseminate learning experiences and initiatives.
Step 2 : Notification of assessment conclusion, login assessment information
Communicating assessment results to students through assessment forms provides feedback to help them self-correct their performance, and enables them to confirm what is acceptable as a process or product. In other words, students can participate in the assessment process - self-assess their learning outcomes.
Step 3 : Manage assessment records
Assessment records include: tests, observation logs, notes, tools, evidence and confirmation of students' teaching ability. Assessment records are managed by lecturers by course or student code and are provided to students, relevant departments and kept in student records.
Figure 3.3. Process of assessing teaching capacity of students of the University of Art Education
Source
information
Observe practice hours, take tests, produce
NLDH practice products.
Select content
Evaluate
Basically, the focus according to the NLDH needs to be formed.
Form and develop according to the objectives of the subject/semester/output standards of the University of Art Education
Analysis and processing
information
Select assessment tool
Information Collection
Qualitative information
Quantitative information
Written tests, classroom questions, study sheets, homework... about NLDH.
Through observation, oral responses, demonstrations... analyzed at many levels with clear criteria, stored in the daily logbook.
Through the test, the technical requirements of NLDH are met according to the evaluation and classification regulations.
Confirm results
Guide students to self-assess and evaluate
NLDH price
Announce assessment criteria for students before the lesson Collect products and results of students' learning development
Distribute test papers and tools, guide self-testing Organize students to self-test and test each other
Require students to report their NLDH test results Comments, disseminate learning experiences and initiatives
learning (teaching ability)
Notification
Conclusion, login review information
Manage assessment records
SV adjusts performance, confirms what is acceptable for the process or product.
Including: test questions, observation logs, recording documents, tools, evidence and confirmation of students' learning ability.
Manage by course, by student code; Provide to students, related departments and save student records.
3.3. Testing the necessity and feasibility of the measures proposed in the thesis
3.3.1. Introduction to testing organization
3.3.1.1. Purpose of testing
Recognize the assessment opinions on the necessity and feasibility of the 7 measures proposed in the thesis.
3.3.1.2. Test content
Evaluate the necessity and feasibility of 7 measures to develop teaching capacity for students of Art Education University based on experiential education proposed by the author.
3.3.1.3. Testing method
The author used the Questionnaire (Appendix 7) to survey the opinions of training managers, professional lecturers of a number of higher education institutions training in the majors of Music Education, Fine Arts Education and teachers of Music and Fine Arts in high schools. The assessment levels are as follows (From level 1 to level 5).
- Level 1: Not necessary/ Not feasible
- Level 2: Less necessary/ Less feasible
- Level 3: Relatively necessary/ Relatively feasible
- Level 4: Necessary/ Feasible
- Level 5: Very necessary/Very feasible
3.3.1.4. Test subjects
Processing the test results, after collecting the Questionnaires, the author filters the valid Questionnaires, processes them according to the percentage and the results are shown in Table 3.2 and Table 3.3.
3.3.2. Test results
3.3.2.1. Test results on the necessity of solutions
Table 3.2. Summary of opinions on the necessity of measures
TT
Review content | Rating % | ||||||
Level 1 | Level 2 | Level 3 | Level 4 | Level 5 | |||
1 | Measure 1: Design a teaching competency framework | ||||||
Study to meet the training needs of the University of Art Education | 0.0 | 0.0 | 4.8 | 11.8 | 83.5 | ||
2 | Measure 2: Build a practical process | ||||||
current study to develop teaching capacity for students | 0.0 | 0.0 | 4.0 | 11.5 | 84.5 | ||
3 | Measure 3 : Build and use the system | 0.0 | 0.0 | 2.0 | 10.3 | 87.7 | |
professional practice system | practice in teaching subject | ||||||
4 | Measure 4 : Organize teaching in the direction | ||||||
experiential education to develop students' teaching capacity | 0.0 | 0.0 | 0.0 | 11.3 | 88.7 | ||
5 | Measure 5 : Organize practical lessons | ||||||
Pedagogical practice towards vocational capacity development | 0.0 | 0.0 | 0.0 | 8.5 | 91.5 | ||
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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The Relationship Between English Teaching Activities and English Competency Development

6
Measure 6: Innovation in internship activities, | 0.0 | 0.0 | 0.0 | 13.5 | 86.5 | ||
intern teach for | crime to develop capacity student | ||||||
7 | Measure 7: Evaluate development results | ||||||
Teaching students' learning capacity according to the process and guiding students' self-assessment | 0.0 | 0.0 | 1.8 | 13.3 | 85.0 | ||
General ratio: | 0.0 | 0.0 | 1.8 | 11.5 | 86.8 | ||
The survey results show that the majority of opinions choose the necessity of the solutions at level 5 - Very necessary (86.8%), level 4 - Necessary (11.5%); very few opinions choose at level 3 - Relatively necessary (1.8%); no opinions choose at level 2 - Less necessary and 1 - Not necessary. Of which, the highest concentration of choices (91.5) is at level 5 - Very necessary under measure 5: Organizing pedagogical practice hours according to the orientation of forming professional capacity (Table 3.2).
3.3.2.2. Test results on the feasibility of solutions
Table 3.3. Summary of opinions on the feasibility of measures
TT
Review content | Rating % | |||||
Level 1 | Level 2 | Level 3 | Level 4 | Level 5 | ||
1 | Measure 1: Design a teaching competency framework Study to meet the training needs of the University of Art Education | 0.0 | 0.0 | 2.8 | 12.8 | 84.5 |
2 | Measure 2: Develop a process for implementing lessons to develop teaching capacity study for students | 0.0 | 0.0 | 2.3 | 12.0 | 85.7 |
3 | Measure 3 : Build and use a system of practical exercises in teaching. professional subject | 0.0 | 0.0 | 1.8 | 9.8 | 88.5 |
4 | Measure 4 : Organize teaching in the direction experiential education to develop students' teaching capacity | 0.0 | 0.0 | 0.0 | 12.3 | 87.7 |
5 | Measure 5 : Organize practical lessons Pedagogical practice towards vocational capacity development | 0.0 | 0.0 | 0.0 | 7.0 | 93.0 |
6 | Measure 6: Innovation in internship activities, Teaching internship to develop teaching capacity for students | 0.0 | 0.0 | 0.0 | 10.5 | 89.5 |
7 | Measure 7: Evaluate the results of developing students' teaching capacity according to the process. present and guide students to self-assessment | 0.0 | 0.0 | 2.3 | 11.3 | 86.5 |
General ratio: | 0.0 | 0.0 | 1.3 | 10.8 | 87.9 | |
Testing the feasibility of the solutions proposed in the thesis, the comments are relatively focused.
Thus, the results of the expert consultation mostly showed that the proposed solutions are suitable for practice, urgent and feasible. However, the experts said that to implement well, there must be a high level of consensus and determination from the Board of Directors, managers, lecturers and students to have synchronization in performing the tasks.
3.4. Pedagogical experiment
3.4.1. Overview of the experimental process
3.4.1.1. Experimental purpose
We conducted a pedagogical experiment to realize the implementation of the above measures to develop teaching capacity for students of the University of Art Education based on experiential education, on that basis, evaluate the practical effectiveness of the measures and re-verify the scientific hypothesis that we have raised.
3.4.1.2. Experimental subjects
The experiment was conducted on 56 students of the University of Music Education and the University of Fine Arts Education, Faculty of Art Education, Thanh Hoa University of Culture, Sports and Tourism.
3.4.1.3. Experimental content
We conducted experiments on 3/7 measures to develop teaching capacity for students of the University of Art Education based on experiential education that the thesis proposed on the experimental group in the Teaching Theory course. The experimental measures include:
- Measure 2: Develop a process for implementing lessons to develop students' teaching capacity.
- Measure 3: Build and use a system of practical exercises in teaching professional subjects.
- Measure 4: Organize teaching and learning in the direction of experiential education to develop students' teaching capacity.
The organization and implementation of measures to develop teaching capacity for students of the University of Arts Education in the process of teaching the subject of Teaching Theory for students was carried out simultaneously in both control and experimental classes. We taught 10 periods of Teaching Theory for both classes, with the same test and evaluation instructions in terms of form and time. In which, the control group taught according to the normal lesson plan, the experimental group taught according to the experimental lesson plan.
In addition to experimental teaching, we also use observation, interview, statistics on the results of pedagogical practice, and consultation on the level of achievement of teaching competencies in the experimental group and the control group. From there, we have measures to control and adjust the experimental process in a timely manner.
To make the experiment process go smoothly, we have carefully prepared the textbooks for lecturers and learning materials for students, printed practice exercises for students, projectors for electronic lesson plans. The experimental classes are fully equipped with facilities, teaching equipment, etc.
3.4.1.4. Select experimental samples
To facilitate research, monitoring and evaluation, we chose Thanh Hoa University of Culture, Sports and Tourism as the experimental site. The school's leadership agreed to apply a pilot measure to develop teaching capacity for students of the University of Art Education.
Based on the list of students of Music Education University and Fine Arts Education University K4, arranged in alphabetical order A, B, C..., we randomly selected students with even numbers as the experimental group, and students with odd numbers as the control group.
Before conducting the experiment, we conducted an entrance test of the students. After teaching 5 periods, we conducted an evaluation test of both classes.
1. After 10 periods, we conducted the second assessment test. The test aimed to evaluate the learning outcomes of the Teaching Theory course of the experimental classes in all aspects of knowledge, skills, and attitudes. Between the first and second tests, we learned from experience, adjusted, and supplemented the teaching process and made the second test more reasonable and effective.
3.4.1.5. Experimental process
Pedagogical experiment is carried out according to the following steps:
* Step 1: Prepare the conditions for conducting the experiment
- Research the subjects and select the control class and experimental class.
- Training of collaborators
- Prepare material conditions to conduct pedagogical experiments
- Develop criteria and evaluation scales…
* Step 2: Experimental implementation
- Input test of experimental and control classes
- Conduct pedagogical experiments with established measures
* Step 3: Measure and analyze experimental results
- Processing results of pedagogical experiments
- Analysis of pedagogical experiment results
- Evaluation of pedagogical experiment results.
After organizing training and impacting the experimental group students, we compared the experimental group with the control group on the following criteria:
- Learning outcomes of the teaching theory course of the experimental and control groups.
- Results of pedagogical practice of students in two experimental and control groups.
- The existing teaching capacity system of students and the achieved capacity level in the experimental group and the control group.
3.4.1.6. Criteria and assessment scale
Evaluation criteria
The basis for evaluating experimental results includes 3 criteria:
1. Learning outcomes of the Teaching Theory course and Pedagogical Practice score;
2. The results of developing students' teaching capacity are determined through the level of students' teaching capacity and the results of observing their teaching capacity when practicing teaching in the sections of Pedagogical Practice and Pedagogical Internship.
3. Students' positivity and interest in learning during the process of developing teaching capacity are determined through: Survey results using questionnaires, direct observation results of the training process to develop teaching capacity.
Rating scale
To evaluate the experimental results, we use a rating scale.
10. Corresponding to the assessment scale are 5 levels: 9 to 10 points is excellent, 7 to 8 points is good, 5 to 6 points is average, 3 to 4 points is weak, below 3 is poor. This score evaluates the student's learning results with the subject Teaching Theory in terms of knowledge, skills, and attitudes.
To evaluate the level of change of learners after completing a unit of Teaching Theory knowledge using measures to develop teaching capacity, we rely on the Bloom's classification of cognitive levels with the following levels: Level 1: Remember, Level 2: Understand, Level 3: Apply, Level 4: Analyze, Level 5: Synthesize, Level 6: Evaluate. In which Levels 4, 5, 6 correspond to the excellent level (9 - 10 points), Levels 3, 4, 5 correspond to the good level (7 - 8 points), Levels 2, 3 correspond to the average level (5 - 6 points), Level 1 corresponds to the weak level (3 - 5 points), below Level 1 corresponds to the poor level (< 3 points)
Based on the assessment criteria, we developed three tests to evaluate the learning outcomes of students in the experimental and control classes: an input test before the experiment, a regular test after 5 periods (first experimental results assessment), and an output test after 10 periods (second experimental results assessment).
Experimental results are processed by mathematical statistics method: Create frequency distribution table, frequency of students achieving scores; Illustrate research results with graphs; Calculate characteristic parameters and test average values.
3.4.2. Analysis of experimental results
3.4.2.1. Initial level results of students before the experiment
We conducted a survey and tested the cognitive and skills aspects in the Teaching Theory course of the experimental class and the control class through a theory test.
1-period theory with one theory test and one practice test (Appendix 5). Experimental results are shown in Table 3.4.
Table 3.4. Initial proficiency test results
about the subject of Teaching Theory of the control class and experimental class
Class
Level
Experimental class (TN) | Control class | |||
Quantity | Ratio % | Quantity | Ratio % | |
Good | 0 | 0 | 0 | 0 |
Rather | 8 | 28.6 | 6 | 21.4 |
Medium | 16 | 57.1 | 17 | 60.7 |
Weak | 4 | 14.3 | 5 | 17.9 |
Least | 0 | 0 | 0 | 0 |
Figure 3.4. Graph of input perception results of control class and experimental class
70
60
50
40
30
20
10
0
Experimental class
Excellent Fair Average Poor
- To test the good rate in the control group and the experimental group, we base on the hypothesis testing method between the two rates:
We call the good rate in the control class f 1; The good rate in the experimental class f 2; We set up the statistical hypothesis:
H 1 : f 1 = f 2 (the rate of good cognitive type in the two control and experimental classes before the experiment is the same).
H 2 : f 1 ≠ f 2 (the proportion of good cognitive types in the control and experimental classes before the experiment is different).
Applying the test in the normal distribution, we have the test quantity on the 2 given samples as:
| m 1- m 2 |
D =n 1 n 2=
|-|
28 28
= 0.63
√ m 1+ m 2. ( 1- m 1+ m 2 ) . ( 1+ 1)
√ 8+6 . ( 1-) . ( 1
+ 1 )
n 1 + n 2
n 1 + n 2
n 1 n 256
56 28 28
In which: m1 is the number of elements achieving good cognitive level in the experimental class m2 is the number of elements achieving good cognitive level in the control class
n 1 is the number of elements in the experimental class n 2 is the number of elements in the control class


![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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